‘Despite being the very unassuming and generous person that Sir Ricky is, he still didn’t quote a price; his response was, “Bahala na kayo!”’
By NOEL D. FERRER
THE new digital campaign of a soft drink company triggered significant concern about National Artist Ricky Lee and his masterpiece “Himala,” which served as the basis for the commercial.
Moreover, the message from the individual in charge, seeking Sir Ricky’s approval to use his material for the campaign, sent to our mentor’s dear friend, stated, “I’m just asking what his favorite food is or what gift could be given to Sir as thanks.”
This prompted esteemed producer and director Atty. Joji Alonzo to comment, “Dude, you are capitalizing on the most iconic work of a National Artist. And this is all you have to offer? The nerve!!! You’re no different from those who say that just giving them Skyflakes would be enough. Just because people are kind and compassionate does not give you the license to abuse them!”
When asked about the engagement, Sir Ricky stated that he gave the go signal to the campaign because the individual who requested it was his former student/ workshopper. However, since the activation is a commercial endorsement and product-oriented, fair compensation should be provided, especially considering it involves the work of a National Artist.
At the recent opening of the IdeaFirst 10th Anniversary Festival, we encountered Sir Ricky, and his assistant Adel informed me that the advertising group had reached out to him. Despite being the very unassuming and generous person that Sir Ricky is, he still didn’t quote a price; his response was, “Bahala na kayo!”–which raises a more difficult question: how much do you value the work of an artist, especially a National Artist?
It’s a significant reflection point: how do we value art and the artist?
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What does the rank and title of National Artist, as proclaimed by the President of the Philippines, entail? After dedicating their art and existence to the country, what are their incentives?
It has been listed that they will be awarded a grand collar (also known as the collar of an order, an ornate chain often made of gold and enamel, and set with precious stones, which is worn around the neck as a symbol of membership in various chivalric orders) and a citation. Additionally, they receive a lifetime emolument and material and physical benefits comparable in value to those received by the highest officers of the land. This includes a cash award of one hundred thousand pesos (P100,000.00) net of taxes for living awardees, which has been increased to two hundred thousand pesos for living awardees (P200,000.00), and one hundred thousand pesos (P100,000.00) net of taxes for posthumous awardees, payable to legal heirs. They also receive a monthly life pension, medical and hospitalization benefits, life insurance coverage for Awardees who are still insurable, a state funeral and burial at the Libingan ng mga Bayani, and a place of honor in line with protocol at national state functions and recognition at cultural events.
I remember well-loved National Artist for visual arts BenCab saying, “I always tell friends and family that as a National Artist, my funeral arrangements should not be their concern as the government will take care of my state funeral, although I don’t particularly care to be buried in the Libingan ng mga Bayani together with some questionable ‘heroes.'”
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So, how does one qualify as a National Artist? What are the criteria used for selection?
The National Artists of the Philippines are selected based on broad criteria, as set forth by the Cultural Center of the Philippines and the National Commission on Culture and the Arts. Eligible individuals include living artists who have been Filipino citizens for the last ten years prior to nomination, as well as those who have died after the establishment of the award in 1972 but were Filipino citizens at the time of their death. Artists are evaluated based on their contribution to building a Filipino sense of nationhood through the content and form of their works, their impact on succeeding generations of artists, the significance of their body of work, and their recognition and esteem within the artistic community.
The process involves nominations being submitted to the National Artist Secretariat, which is created by the National Artist Award Committee. Experts from different art fields then convene for a First Deliberation to prepare the shortlist of nominees. A Second Deliberation, a joint meeting of the Commissioners of the NCCA and the Board of Trustees of the CCP, decides on the final nominees. The list is then forwarded to the president, who, by presidential proclamation, proclaims the final nominees as members of the Order of National Artists.
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Speaking of National Artist nominations, which are due on June 30, 2024, several names have been initially floated. Pilita Corrales, Jose Mari Chan, and even Regine Velasquez have been mentioned in the pop music category. However, the Songbird, although flattered, feels that it’s not yet her time to earn the accolade; she believes it belongs more to those who came before her.
Similarly, Lea Salonga has been nominated before, but it seems like the selection panel has been looking for something more.
In film and media arts, endorsements have been gathered for directors like Peque Gallaga, Elwood Perez, Mario O’Hara, and even for Vilma Santos. However, the jury still has to evaluate their updated list of accomplishments.
In literature, luminaries like Lualhati Bautista, Pete Lacaba, Butch Dalisay, Nic Tiongson, Jing Hidalgo, Jun Cruz Reyes, and Rogelio Sicat are being pushed by various groups. Ormocanon Merlie Alunan, an excellent poet, would be a good addition to the National Artist roster, especially coming from the Visayas and the women’s sector; however, that’s up to the jury panel.
In the future, we would like to see Floy Quintos and Rody Vera (and yes, even before them, Sir Lutgardo Labad) to be National Artists for theater who are very much deserving of the honors.
But for now, the main point of this piece is how we regard our artists, our National Artists. With or without the title or the award, they should be treated with utmost respect and support, especially from the community and country they so generously and selflessly serve.
